• Belem Barbosa Research Unit on Governance, Competitiveness, and Public Policies (GOVCOPP), Center for Economics and Finance at the University of Porto (cef.up), School of Economics and Management, University of Porto, Portugal
  • Ricardo Carneiro University of Aveiro, Portugal



e-mail marketing, millennials, mobile devices


Recent years have witnessed a steep rise in the adoption of smartphones and their prevalence in all the activities related to internet browsing. Consequently, mobile devices should be essential to any digital marketing strategy. At the same time, some digital marketing tactics such as e-mail marketing became popular due to their reported efficacy and return on investment. Still, research on e-mail marketing is scarce and consumers’ behavior towards e-mail campaigns received on their smartphones has not been addressed. Considering this research gap, the present study aims at identifying the factors responsible for opening promotional emails on the smartphones by millennial consumers. Based on the available literature on e-mail marketing message opening behavior, an exploratory study was conducted among 12 Portuguese Millennials. Results of the study show that smartphones are a preferred medium for receiving promotional e-mails, due to the convenience it offers and the preference of the participants for their smartphones to perform their personal tasks. Still, to make the users open e-mail messages on their smartphones, the subject lines should be relevant for e.g., it should promise some economic benefits and limited time offers. Overall, this study demonstrates that smartphones provide a very attractive yet challenging medium for companies to communicate with their customers and prospects through e-mail marketing. It also discusses the relevance of the topic for future research.


Barbosa, B., Filipe, S., Santos, C. A., & Simões, D. (2019). Are Millennials Ready for the Internet of Things? In Smart Marketing With the Internet of Things, 199-220. Hershey: IGI Global. DOI:

Bardin, L. (2016). Análise de Conteúdo. Lisboa: Edições 70.

Bhatia, V. (2020). Drivers and barriers of permission-based marketing. Journal of Research in Interactive Marketing, 14(1), 51-70. DOI:

Bryman, A. (2021). Social Research Methods (6th ed.). Oxford University Press.

Chaffey, D. & Smith, P. R. (2017). Digital Marketing Excellence (5th Ed.). Oxon: Routledge.

Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center.

Grubor, A., Đokić, N., & Milićević, N. (2018). The use of e-mail marketing in accordance with permission marketing approach in promotion of a study program. Strategic Management, 23(4), 26-31. DOI:

Hartemo, M. (2016). E-mail marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212-230. DOI:

Hartemo, M. (2021). Conversions on the rise–modernizing e-mail marketing practices by utilizing volunteered data. Journal of Research in Interactive Marketing, Ahead of Print. DOI:

Jamalzadeh, M., Behravan, N., & Masoudi, R. (2012). An empirical study of e-mail-based advertisement and its influence on consumers’ attitude. International Review of Management and Marketing, 2(3), 130–138. DOI:

José-Cabezudo, R. S., & Camarero-Izquierdo, C. (2012). Determinants of opening-forwarding e-mail messages. Journal of Advertising, 41(2), 97–112. DOI:

Lorente-Páramo, A.J., Hernández-García, A., & Chaparro-Peláez, J (2021). Modelling e-mail marketing effectiveness–An approach based on the theory of hierarchy-of-effects. Management Letters / Cuadernos de Gestión, 21(1), 19-27. DOI:

Moreno, F. M., Lafuente, J. G., Carreón, F. Á., & Moreno, S. M. (2017). The characterization of the millennials and their buying behavior. International Journal of Marketing Studies, 9(5), 135-144. DOI:

Rosário, A. T. (2021). E-Mail Marketing: Research and Challenges. International Journal of Online Marketing, 11(4), 63-83. DOI:

Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in e-mail marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236–258. DOI:

Samala, N., & Singh, S. (2018). Millennial’s engagement with fashion brands. Journal of Fashion Marketing and Management, 23(1), 2-16. DOI:

Tighe, D. (2022). U.S. Gen Z & millennials: Consumer goods and shopping behavior - statistics & facts.

Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65–78. DOI:

Ünal, S., Erciş, A., & Keser, E. (2011). Attitudes towards mobile advertising - A research to determine the differences between the attitudes of youth and adults. Procedia - Social and Behavioral Sciences, 24(1), 361–377. DOI:

We Are Social (2022). Digital 2022 Global Overview Report.




How to Cite

Barbosa, B. ., & Carneiro, R. . (2022). OPENING E-MAIL MARKETING MESSAGES ON SMARTPHONES: THE VIEWS OF MILLENNIAL CONSUMERS. Proceedings of CBU in Economics and Business, 3, 13-18.
صندلی اداری سرور مجازی ایران Decentralized Exchange
فروشگاه اینترنتی صندلی اداری جوراب افزایش قد ژل افزایش قد